Abstract
This chapter is part of a broader research project on popular culture tourism that is designed to explore new destination branding strategies that utilize cultural resources as a key strategy. This study promotes the role of urban cultural attractions as an additional significant resource category for destination development. Through the arrival of new and diversified cultural experiences, destinations such as Australia can improve their existing tourism portfolios. The study is concerned with qualitative aspects of the cultural economy, namely the subjective experiences and expectations of past, existing, and potential tourists. It offers recommendations and comments on the use of alternative cultural attractions in national tourism campaigns.
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